In today's fast-moving multi-media environment, companies need to find ever more inventive ways to market their brands to key target audiences. China Cup as the world’s newest and most ambitious international sailing event provides a unique niche marketing opportunity.
last year's Case studies
1436 cashmere clothing
Brand concepts: Innovative, high-end Chinese label
1436 is a top-grade cashmere clothing brand launched by the Erdos Group in 2007. The same year, 1436 became China Cup’s global strategic partner as it entered the market. Through China Cup’s publicity and integrated media platform, 1436 gained considerable media exposure. 1436 clothing was worn by every government official or business person participating in the China Cup Celebrity Golf Invitation Tournament and every speaker at the opening ceremony broadcast live to the nation by Shenzhen TV. By sponsoring the China Cup, 1436 achieved more targeted marketing objectives, and boosted its brand awareness through the China Cup platform, moving up from a high-end positioned brand to a famous high-end brand.
Crocs leisure shoes
Brand concepts: Stylish, trendy, young and energetic
Crocs is a familiar brand in America and Europe. The company chose the China Cup as its first platform in the Chinese market based on two commercial attractions: Sailing is one of the best leisure sports and its participants and audience come from the top of society and such targeted customers can lead consumer trends. The Crocs brand was fully and widely displayed at the race. In line with its strategy in developing its Chinese market, Crocs took advantage of the coverage of China Cup, to launch a major retail campaign in key commercial cities across the nation, resulting in a great boost in sales.
Lenovo ThinkPad computers
Brand concepts: Continuous innovation, pioneering, elite culture
Lenovo started brand integration shortly after buying the ThinkPad computer business. ThinkPad computers had distinct brand features when they were owned by IBM. In reshaping this brand, Lenovo wanted to highlight its core concept: continuous innovation, pioneering and elite culture. New ThinkPad computers maintain their traditional high quality, but are equipped with innovative application technology. Through its initiatives, Lenovo wanted to further expand the market for the ThinkPad brand which has long been favored and trusted by the elite. Lenovo realized that its partnership with China Cup fitted its brand development strategy, by providing journalists with the opportunity to experience Thinkpad computers during the race, a targeted marketing opportunity among high-end consumers.
